Identifying sales potential down to individual household-level
Diageo India, a leading beverage alcohol company, sought to gauge sales potential across distinct Spirits Segments for specific outlets.
KENTRIX employed precise household and residential building data, including income, expenditure, and lifestyle segmentation, to create geospatial sales value maps.
Utilizing machine learning algorithms fed by consumer profiles and purchase data, KENTRIX mapped Diageo’s target groups in NCT households.
This involved correlating consumer cohorts with Lifestyle Affinity Segments, SEC categories, life phases, purchase affinities, expenditure behaviors, and consumption occasions.
The study also analyzed industry size and unique factors in Delhi, such as duty-free and subsidized rates, offering valuable insights for Diageo’s strategic positioning.
Diageo India was looking to understand precise sales potential in differentiated Sprits Segments for specific outlet locations:
(1) Core Luxury Scotches
(2) Luxury Scotches and Premium Scotches- Entry Level
(3) Core Premium Scotches- Entry Level
(4) Premium Scotches- Entry Level and Whiskey Prestige Upper
(5) Core Whiskey Prestige Upper
The KENTRIX household/residential building precise mapped information about income, expenditure, and consumer lifestyle affinity segmentation was modelled into a geospatial sales value map applying ML-driven calculations fed by consumer profile data in combination with purchase data in various DIAGEO Spirits Segments.
KENTRIX did a Diageo target group mapping to its consumer segmentation in NCT households. This included:
2. Understanding the alcohol beverage industry size and mapping the special case Delhi (Duty-Free and subsidized rates).
For each individual wine shop catered to by DIAGEO, a household-precise analysis of Target Group Size in each spirit segment was set in the Kentrix market analytics tool GEOMARKETEER.
Map image and table
An outlet taken by core catchment are as per user-defined delivery territory can be profiled in real-time on exact household-quantities in respective DIAGEO spirit segments.
Unit no. 03, 10th Floor, Awfis R City Offices, Amrut Nagar Road, LBS Marg, Behind R City Mall, Ghatkopar(West), Mumbai – 400086, Maharashtra
